The effects of the visual presentation of an Influencer's Extroversion on perceived credibility and purchase intentions—moderated by personality matching with the audience |
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Institution: | 1. Michigan State University, Communication & AgBioResearch, 477 CAS Building, MSU, East Lansing, MI 48824, USA;2. University of Wisconsin—Eau Claire, Department of Communication and Journalism, 105 Garfield Avenue, Eau Claire, WI 54702, USA;3. Michigan State University Libraries, USA;4. Berry College, Mount Berry, GA, USA;1. Department of Communication, Michigan State University, East Lansing, MI 48824, United States;2. College of Nursing, Michigan State University, East Lansing, MI 48824, United States;3. Department of Statistics and Probability, Michigan State University, East Lansing, MI 48824, United States;4. College of Communication Arts & Sciences, Michigan State University, East Lansing, MI 48824, United States |
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Abstract: | Influencers are ordinary individuals who have amassed large followings by demonstrating expertise in various niches on social media sites. We aim to propose (1) the visual presentation of an Influencer's extroversion as an antecedent to source credibility and purchase intentions and (2) personality matching in terms of extroversion between an Influencer and their audience as a moderator of such relationships. We chose the source credibility model and the similarity-attraction model as our theoretical frameworks. In our controlled online experiment (n = 165), the profile of a brand ambassador of a fashion brand was curated to create two levels of extroversion (i.e. low vs. high extroversion). Participants' self-reported extroversion levels were counterbalanced in these two conditions to create a personality match with the Influencer, entitled “extroversion congruence.” Our results suggest that the visual presentation of an Influencer's extroversion increases the perceived credibility of the Influencer and subsequent purchase intentions. Additionally, our findings show that these relationships were asymmetrically moderated by extroversion congruence: the positive effects of extroversion increase in the case of high extroversion among both the Influencer and their audience but decrease in the case of low extroversion. |
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Keywords: | Social media marketing Personality Extroversion Peer influence Purchase Persuasive communication |
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